Language Choice and Naming of Businesses as a Marketing Strategy: Focus on Malaysia and the Philippines

Abstract

English has become a popular language for business specifically in countries like Malaysia and the Philippines. Such popularity shows that the economic value of English in Southeast Asia continues to rise as compared to the local languages. Consequently, the use of English as a marketing strategy and the naming of retail establishments has flourished and attracted both big and small businesses. This paper examines the names used and the reasons for using English as a marketing strategy and naming of businesses notwithstanding the fact that most customers do not have English as their first language. Thirty participants including the shop owners and consumers in Malaysia and the Philippines were interviewed. Prospective customers were asked if the use of English has affected the choice of the retail unit that they use. A qualitative approach was used in the data gathering and analysis.

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